How Does One Focus on Distraction?
Admittedly this is not an easy marketing task. You begin to mix your message by trying to discuss “fun” and “safety” in the same sentence. Once you begin to widen the demographics and attempt to add to the message, you ultimately create confusion and dilute the message. I raise this consideration in an attempt to point out the obvious—the core market is really the enthusiasts and the need to raise awareness needs to include a much larger audience.
The core 12-volt enthusiast group may be 18- to 24-year-old males, but that audience is even smaller today than it was a number of years ago. Simply raising the age demo by some six to eight years only adds a miniscule number. In addition, it is my understanding that the program would exclude portable navigation and wireless telecoms. Frankly, this is restricted thinking as well.
What role then is there for “the new MERA”? Huge! As this group, under new leadership, begins to chart its direction, the need for education, merchandising and marketing to the independent dealer is primary. This group also has an opportunity to invite big-box and regional retailers to join and share in the overall messaging to the consumer. If managed properly, the message coming from Lexus, Mercedes and Ford around safety and security can be usurped and demonstrated much more successfully by a retail sales force well-trained and merchandised than by a auto dealer’s retail sales force focused more on selling a car.